The recipe for a successful social media strategy
Social media platforms are a powerful tool. When used correctly, they help you reach your audience, communicate and engage with them, attract new followers, and build a community. This community of people ultimately becomes your clientele.
How do you know if you are using the correct platforms? We need to revisit our client’s avatars.
If your avatars were created properly then you know for certain which social media platforms each one of your avatars is using, what type of content they are interested in, and how much time they will spend on each platform and when.
Majority of small businesses create an account on all the social media platforms so they can be present everywhere. More is better in their mind, but in this case, quality trumps quantity. If your clients are focusing just on business, and they are using Twitter and LinkedIn only, then why waste your time with a Facebook or Instagram account? You will never reach your audience on those platforms, so maintaining them will only cost time and money.
Focus is another key element. You need to make sure the content you are sharing, whether produced by you, one of your strategic partners, or another third party, is in line with your overall marketing strategy and “talks” to your audience. If this is not happening, they will not read it, so you will have no engagement. Eventually they will stop following you.
Engagement is another important factor to consider when using social media. Only posting content on your social media accounts is not enough. You need to engage with your followers. You need to see how they respond to that content and answer their questions and comments in a reasonable time frame. By paying attention to your audience, you will also find out more about what they like and what type of content you should share. If you see they prefer a specific type of content or certain writer, make sure you share more of that. If you see they don’t like something, react to it and address it.
In order to have a solid presence on social media with a strong number of followers and a high rate of engagement, you need to have patience. Rome was not built in a day. Building up your social media will take time, sweat, and dedication. You need to make sure you are consistent and keep up with your posts. With time, results will come.
Another important factor you need to consider when creating your posts is that social media is a great distribution channel for your content. One of the best ways to interact with your audience, however, is to make sure you bring value to your audience. Your content needs to focus on that, not on direct selling.
In conclusion, when you start “cooking” your social media strategy, make sure you use the following ingredients:
- 1 cup quality
- 1 cup focus
- 1 cup engagement
- 1 cup patience
- a pinch of fun
Mix well and mold them with the knowledge of your audience. Serve daily at the same time.
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*This article was initially published on Medium.